| Summary: | 碩士 === 國立臺灣大學 === 國際企業學研究所 === 99 === Black marketing is the aggregation of a series of marketing activities took place in the black market. However, the underground based and illegal features make it hard to be identified by public, and that is why previous marketing research focuses less in this area. The study focus on Scam industry and take the view of Meme to explore the marketing activities happened in scam process, also to understand the development of interaction mechanism between scammer and victim and attempt to explain the possible reasons why victims fall for it.
The concept of Meme is brought up by Dawkins to explain how culture connotation transmitted and passed down by mimicry. The thing that can be replicated and transmitted by mimicry is one kind of Meme, including the skill for kidnapping learned and mimicked from plots in drama. The study use qualitative method including deep interview with victims and secondary data obtained from the government to analyze the scam mechanism, moreover, divided the victim’s experience into four stages in turn: Meme Awareness, Meme Association, Meme Alignment and Meme enforcement stage. Furthermore, we figured out the two construct elements in black market activities: Meme and event.
The study concluded that the interactive mechanism between scammer and victim is a dynamic and interactive process. Scams which victim encounter are made up of a series of scam events. Every event however, comes along with few Meme, as well as mimicry to render authenticity of events. Only when its authenticity constructed by victim, can the next event follow and finally made the victim fall for it. Meanwhile, the study combines the viewpoint of authenticity, demonstrating the black marketing in scam including construction of indexical, symbolic and existential authenticity.
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